MARK301 Chapter Notes - Chapter 6: Cognitive Dissonance, Novelty Seeking, Classical Conditioning
14 Sep 2016
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Consumer behaviour: the buying behaviour of nal consumers - individuals and households who buy goods and services for personal consumption. It is important to plan e ective marketing strategies. Predict the e ect of potent ion marketing actions. 1930-1960: motivation research, uncover the customers subconscious or hidden motivations that determine purchase behaviour. 1961-1975: learning theory, perception, a stimulus triggers a response. 1975-present: cognitive theory, de ne human behaviour as a dynamic and reciprocal interaction of personal factors, behaviour and environment. Educate customer: can use to create needs or make people aware of needs. Internal search scan memory, rely on past experience. External search personal, public and marketer dominated sources. Retailer whats to limit search to its store: evaluation of alternatives. A group of brands that a consumer would consider buying from among the brands in the product class. Why is a consumer"s evoked set important to marketers. Point of sale opportunities (especially in low involvement purchases)
